Engaging Millennials with TV

Bank of Zachary faced a dilemma shared by many community financial institutions: how to engage the millennial generation with technology-forward products and services and at the same time reassure older customers that their traditional, branch focused method of banking is not going away. They wanted to show that customers didn't have to choose between good customer service and being able to do all their banking online.


Running the ads on the local TV stations raised awareness and brought new customers into Bank of Zachary branches. The spots were also placed on YouTube and promoted on Facebook. In the first 3 weeks, the Facebook-promoted video links, YouTube video, and in-display ads for the “Bank the Way You Want To” campaign brought in over 59,000 impressions, 468 clicks, and an average click-through rate over 1.00% coming directly from Facebook.
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